Territoires communicationnels des marques et dépublicitarisation. Le cas des cabinets d’avocats d’affaires (notice n° 427591)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02534cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250120223114.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Eddé, Rhéa |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Territoires communicationnels des marques et dépublicitarisation. Le cas des cabinets d’avocats d’affaires |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 51 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Pour s’adapter à la marchandisation du droit et aux mutations profondes de leur environnement, les cabinets d’avocats d’affaires, constituant une composante désormais essentielle de l’avocature française, sont peu à peu devenus des entreprises de services juridiques. Mus par la rentabilité économique, ils développent des stratégies de marque pour se différencier dans un univers concurrentiel et diminuer l’incertitude liée à la qualité du service rendu. Comme dans d’autres secteurs d’activités économiques, ces marques mènent, à côté de la publicité classique, une communication dépublicitarisée. Cet article met en exergue leurs modalités et motivations d’appropriation de dispositifs médiatiques et culturels qui relèguent leur intention marchande au second plan. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | To adapt to the commodification of law and the profound changes in their environment, the business law firms, which now constitute an essential component of the French legal profession, have progressively become legal services companies. Driven by economic profitability, they develop brand strategies to differentiate themselves in a competitive market and reduce uncertainty related to the quality of service provided. As in other sectors of economic activity, these brands undertake, in addition to traditional advertising, an undercover advertising communication. This article highlights their methods and motivations for appropriating media and cultural devices that relegate their commercial aims to the background. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | dépublicitarisation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication de marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | cabinets d’avocats d’affaires |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | services juridiques |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | business law firms |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | undercover advertising/dépublicitarisation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | legal services |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Communication & management | 19 | 1 | 2022-04-28 | p. 33-54 | 2269-7195 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-communication-et-management-2022-1-page-33?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-communication-et-management-2022-1-page-33?lang=fr&redirect-ssocas=7080</a> |
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